Provinciale Statenverkiezingen 2023

How do political campaigns target voters?

Methodology

In collaboration with Who Targets Me, we monitored over 900 Dutch political advertisers during the 2023 Provinciale Statenverkiezingen (Provincial elections) to better understand how campaigns use different targeting methods made available by Meta. To do this, we used data from the Meta Ad Library, using the new ‘Audience’ data which gives some detail on how pages target their ads.

To better understand the regional election, we kept only advertisers who:

  1. Advertised in the last 7 days (February 28th - March 6th 2023)
  2. Advertised in the last 30 days (February 5th - March 6th 2023)

Note: Meta only provides 7, 30 and 90 days windows for the targeting data in their Ad Library. Meta’s data also lags by a few days. We will update this report as soon as new data is available.

Topline Statistics

February 5th - March 6th 2023 (Last 30 days)

In total, political parties spend €299,001 and ran 3950 ad copies on Meta in this timeframe.

Number of Advertisers Top Spenders Number of Ads Total Spend

SP

10


1. SP (€42,726)
2. Lilian Marijnissen (€3,876)
3. SP Noord-Brabant (€363)

317

€47,665

PvdA

24


1. Partij van de Arbeid (PvdA) (€27,255)
2. PvdA Noord Holland (€5,504)
3. PvdA Limburg (€3,512)

359

€46,106

GroenLinks

13


1. GroenLinks (€36,159)
2. GroenLinks Brabant (€1,224)
3. Jesse Klaver (€750)

192

€39,532

CDA

24


1. CDA Noord-Holland (€7,133)
2. CDA (€5,275)
3. CDA Provincie Utrecht (€3,434)

428

€31,935

BBB

5


1. BBB BoerBurgerBeweging (€20,110)
2. BBB Boerburgerbeweging Zeeland (€475)
3. BBB Boerburgerbeweging Noord-Holland (€372)

66

€21,157

Volt Nederland

3


1. Volt Nederland (€18,424)
2. Volt Brabant (€903)
3. Volt Noord-Holland (€729)

659

€20,056

VVD

32


1. VVD (€6,909)
2. Limburgse VVD (€3,619)
3. VVD Flevoland (€2,553)

468

€19,881

FvD

3


1. Forum voor Democratie -FVD (€17,584)
2. Wybren van Haga (€797)
3. Forum voor Democratie Zeeland (€100)

27

€18,481

PvdD

12


1. Partij voor de Dieren (€8,343)
2. Partij voor de Dieren Noord-Holland (€1,212)
3. Partij voor de Dieren Rijnland (€676)

216

€11,725

D66

18


1. D66 Noord-Holland (€1,902)
2. D66 (€1,446)
3. D66 Zuid-Holland (€1,029)

201

€9,796

BVNL

5


1. Belang van Nederland - BVNL (€6,201)
2. BVNL-Haarlemmermeer (€154)
3. Arjan de Kok - BVNL (€100)

67

€6,655

PVV

10


1. Geert Wilders (€4,586)
2. PVVLimburg (€300)
3. PVV Fryslan (€268)

48

€5,960

ChristenUnie

13


1. ChristenUnie Flevoland (€1,658)
2. ChristenUnie Noord-Holland (€710)
3. ChristenUnie Fryslân (€627)

129

€4,234

Ja21

1


1. Ja21 (€4,233)

261

€4,233

DENK

2


1. DENK (€3,270)
2. Mahmut Sungur DENK (€488)

378

€3,758

50PLUS

4


1. 50PLUSpartij (€2,415)
2. 50PLUSFlevoland (€587)
3. 50PLUS-Overijssel (€550)

70

€3,721

SGP

4


1. SGP (€1,022)
2. SGP provincie Gelderland (€637)
3. SGP Zeeland (€493)

47

€2,252

Alliantie

2


1. Henriette van Hedel - Alliantie (€1,754)
2. Alliantie (€100)

17

€1,854

February 28th - March 6th 2023 (Last 7 days)

In total, political parties spend €167,938 and ran 3034 ad copies on Meta in this timeframe.

Number of Advertisers Top Spenders Number of Ads Total Spend

CDA

20


1. CDA Noord-Holland (€7,133)
2. CDA Provincie Utrecht (€3,434)
3. CDA Limburg (€3,265)

402

€26,024

PvdA

20


1. Partij van de Arbeid (PvdA) (€14,282)
2. PvdA Noord Holland (€2,576)
3. PvdA Brabant (€2,026)

252

€24,546

GroenLinks

10


1. GroenLinks (€19,635)
2. GroenLinks Brabant (€991)
3. Jesse Klaver (€750)

160

€22,429

Volt Nederland

3


1. Volt Nederland (€11,795)
2. Volt Brabant (€903)
3. Volt Noord-Holland (€729)

652

€13,427

SP

8


1. SP (€9,942)
2. Lilian Marijnissen (€1,705)
3. SP Noord-Brabant (€193)

167

€12,340

VVD

25


1. VVD (€3,195)
2. Limburgse VVD (€3,119)
3. VVD Brabant (€963)

392

€11,897

FvD

2


1. Forum voor Democratie -FVD (€10,536)
2. Wybren van Haga (€605)

20

€11,141

PvdD

12


1. Partij voor de Dieren (€8,139)
2. Partij voor de Dieren Noord-Holland (€1,013)
3. Partij voor de Dieren Rijnland (€315)

194

€10,700

D66

18


1. D66 Noord-Holland (€1,902)
2. D66 Zuid-Holland (€1,029)
3. D66 Provincie Utrecht (€905)

138

€8,996

BBB

4


1. BBB BoerBurgerBeweging (€7,002)
2. BBB Boerburgerbeweging Noord-Holland (€372)
3. BBB Boerburgerbeweging Zeeland (€100)

30

€7,574

BVNL

5


1. Belang van Nederland - BVNL (€5,116)
2. Arjan de Kok - BVNL (€100)
3. BVNL Zaltbommel (€100)

55

€5,516

ChristenUnie

13


1. ChristenUnie Flevoland (€1,086)
2. ChristenUnie Fryslân (€333)
3. ChristenUnie Noord-Holland (€166)

97

€2,707

50PLUS

4


1. 50PLUSpartij (€1,471)
2. 50PLUSFlevoland (€528)
3. 50PLUS-Overijssel (€135)

47

€2,251

PVV

7


1. Geert Wilders (€1,359)
2. PVVLimburg (€300)
3. PVV Fryslan (€128)

29

€2,187

DENK

2


1. DENK (€1,657)
2. Mahmut Sungur DENK (€354)

242

€2,011

SGP

4


1. SGP (€1,022)
2. SGP Zeeland (€489)
3. SGP Tholen (€100)

36

€1,711

Ja21

1


1. Ja21 (€1,310)

110

€1,310

Alliantie

1


1. Henriette van Hedel - Alliantie (€1,171)

11

€1,171

Spending per Targeting Criteria

How much did campaigns spend on different targeting methods?

February 5th - March 6th 2023 (Last 30 days)

Overall

By Party

February 28th - March 6th 2023 (Last 7 days)

Overall

By Party

Top Targeted Audiences

Here, we show the top targeted audiences for each party (ranked by amount of Euro spend). Most (but not all) of these audiences are “interest” audiences, i.e. the parties targeted people interested in “Books” or “Politics”.

February 5th - March 6th 2023 (Last 30 days)

February 28th - March 6th 2023 (Last 7 days)

Top Contested Audiences

Here, we show the top most contested audiences, i.e. where all parties have spent considerable amounts of money competing to reach voters with the same interests. Most (but not all) of these audiences are “interest” audiences, i.e. the parties targeted people interested in “Books” or “Politics”. In each row on the right hand side, you can see how much in total was spend on that specific target audience.

February 5th - March 6th 2023 (Last 30 days)

February 28th - March 6th 2023 (Last 7 days)

Age Targeting

February 5th - March 6th 2023 (Last 30 days)

February 28th - March 6th 2023 (Last 7 days)

Gender Targeting

February 5th - March 6th 2023 (Last 30 days)

February 28th - March 6th 2023 (Last 7 days)

Education Targeting

February 5th - March 6th 2023 (Last 30 days)

February 28th - March 6th 2023 (Last 7 days)

Job Targeting

February 5th - March 6th 2023 (Last 30 days)

February 28th - March 6th 2023 (Last 7 days)